© Christophe Ginisty 2014!
Beyond data collection, sentiment analysis for crowds and stakeholders
Christophe Ginisty
July 9th, 2014
EACD - Brussels
@cginisty
© Christophe Ginisty 2014!
About me…
• Digital Strategist and reputation specialist • Creator and organizer of the
ReputationWar Conference • 2013 President of the International Public
Relations Association (IPRA) • Ex EMEA Digital Evangelist @ Edelman • Visiting professor of Digital Influence
Strategy and Public Relations • Published Author and blogger since 2004
© Christophe Ginisty 2014!
HOW PR HAS CHANGED over the last 30 years?
© Christophe Ginisty 2014!
1984!
“Public relations is the practice of managing the spread of information between an individual (or an organization) and the public”
© Christophe Ginisty 2014!
2010!
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”
© Christophe Ginisty 2014!
INFORMATION conversation
relationship
© Christophe Ginisty 2014!
INFORMATION conversation
relationship
Why will people want
to enter into the
conversation?!
© Christophe Ginisty 2014!
INFORMATION conversation
relationship
Why will people want
to enter into the
conversation?!
How the conversation will lead to a relationship?!
© Christophe Ginisty 2014!
How to mesure
the way to mutually beneficial relationship?
© Christophe Ginisty 2014!
EMOTIONS ARE THE ENGINE OF INFLUENCE COMMUNICATIONS AT THE DIGITAL AGE
© Christophe Ginisty 2014!
What are the 3 basic activities on social networks?
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
Like is an emotion in itself
Commenting is often inspired
by an emotional link to the
topic
People will share content that
moves them
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
WHAT communications directors
MUST LEARN FROM THAT?
© Christophe Ginisty 2014!
COMMUNICATING IS NOT ENOUGH
A winning communications strategy is not only about making the voice of the organization heard: it is about inspiring a relationship
© Christophe Ginisty 2014!
EMOTIONS HAVE BECOME THE VEHICULE
Create a set of content that will inspire emotions from your stakeholders: social media ignition
© Christophe Ginisty 2014!
CROWDS HAVE BECOME A MEDIA
Listen, monitor and be ready to interact directly with the stakeholders: be part of it and switch to the conversational mode
© Christophe Ginisty 2014!
Social media adoption
Crowd participation
Private information
Sentiment intensity
TRADITIONAL MEDIA Social media
© Christophe Ginisty 2014!
listening monitoring &!
3 key indicators for sentiment analysis
© Christophe Ginisty 2014!
Listening and monitoring
Likes
Comments
Shares Likes
Comments
Shares
INSPIRED BY THE ORGANIZATION spontaneous
© Christophe Ginisty 2014!
Emotional intensity
Emotional intensity
Emotional intensity
trendS MORE THAN DATa
A sudden pick A sudden fall
The starting point of a significant
growth
Track what’s unusual: when emotions will be amplified
© Christophe Ginisty 2014!
Emotional words
Extract expressions that illustrate an emotion (positive or negative) and follow the evolutions
© Christophe Ginisty 2014!
Correspondence analysis
Leader, visionary, creative,
upscale, affordable,
competitive, transparent
visionary, creative, made in china, expensive, competitive, do not treat employees well
© Christophe Ginisty 2014!
Correspondence analysis
Leader, visionary, creative,
upscale, affordable,
competitive, transparent
visionary, creative, made in china, expensive, competitive, do not treat employees well
COMPETITION
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
The GOAL of SENTIMENT ANALYSIS IS TO
TRANSFORM one ORGANIZATION INTO A
“community driven organization”
© Christophe Ginisty 2014!
COMMUNITY DRIVEN ORGANIZATIONS
Trust
© Christophe Ginisty 2014!
Merci ;-)